Sahyadri College of Engineering &management Adyar, Mangalore

SAHYADRI COLLEGE OF ENGINEERING &MANAGEMENT
ADYAR, MANGALORE.
ASSGINMENT NO: 01
Topic: Three C’s of Bajaj Auto Company Ltd.
Submitted To: Mrs. VISHAL SAMARTHA
HOD of MBA Dept,
Submitted By: Mr. Bharathesh
&
Mr. Arjun Patel.
2nd year MBA
Submission Date:
Remarks :
Signature :
Three C’s of Bajaj auto Ltd
Company profile
HISTORY :
Bajaj Auto is a major Indian automobile manufacturer started by a

Rajasthani merchant. It is world's fourth largest manufacturer of two-
wheelers and India's second largest two wheeler manufacturer and the
world's 4th largest two- and three-wheeler maker. It is based in Pune,
Maharashtra, with plants in Akurdi and Chakan (Pune), Waluj (near
Aurangabad) and Pantnagar in Uttaranchal. Bajaj Auto makes and exports
motorscooters, motorcycles and the auto rickshaw.
The Forbes Global 2000 list for the year 2005 ranked Bajaj Auto at 1946.
Over the last decade, the company has successfully changed its image from
a scooter manufacturer to a two wheeler manufacturer. Its product range
encompasses scooterettes, scooters and motorcycles. Its real growth in
numbers has come in the last four years after successful introduction of a
few models in the motorcycle segment.
The company is headed by Rahul Bajaj who is worth more than US$1.5
billion.Bajaj Auto came into existence on November 29, 1945 as M/s Bachraj
Trading Corporation Private Limited. It started off by selling imported two-
and three-wheelers in India. In 1959, it obtained license from the
Government of India to manufacture two- and three-wheelers and it went
public in 1960. In 1970, it rolled out its 100,000th vehicle. In 1977, it
managed to produce and sell 100,000 vehicles in a single financial year. In
1985, it started producing at Waluj in Aurangabad. In 1986, it managed to
produce and sell 500,000 vehicles in a single financial year. In 1995, it rolled
out its ten millionth vehicle and produced and sold 1 million vehicles in a
year.
Products
Bajaj has made a number of motorcycles, scooters and cars. Motorcycles in

current production are the XCD, Platina, Discover, Pulsar and Avenger. Cars
include the Bajaj ULC ultra-low-cost car.
Competitors:
Hero Honda Motors Limited: Is a two wheeler manufacturer based in India. Hero
Honda is a joint venture between the Hero Group of India and Honda of Japan. The
company is the largest two wheeler manufacturer in India. The 2006 Forbes 200 Most
Respected companies list has Hero Honda Motors ranked at 108.
Yamaha Motor Company Limited: Is a Japanese motorized vehicle-producing

company. Yahama Motor is part of Yamaha Corporation and its headquarter is located
in Iwata, Shizuoka. Along with expanding Yamaha Corporation into the world's
biggest piano maker, then Yamaha CEO Genichi Kawakami took Yamaha into the field
of motorized vehicles on July 1, 1955. It produces motorcycles, all-terrain
vehicles, boats, snowmobiles, outboard motors, and personal watercraft.
TVS Motor Company: Is the third largest two-wheeler manufacturer in India and is
among the world's top ten. It is the flagship company of the parent TVS
Group employing over 40,000 people with an estimated 15 million customers. It
manufactures motorcycles, scooters, mopeds and auto rickshaws. It is India's only two-
wheeler company to have won the Deming Prize awarded for commitment to quality
control, received in 2002.
Changes in Bajaj:
Hamara Bajaj
The old logo though great and valuable did not gel with the internal restructuring in the
company that has been going on since 2000-01 called ‘mission control’. The new brand
essence has been defined as ‘excitement’. The job of the logo makeover was given to
Elephant Design who had been responsible for creating new identities for ICICI and
Standard Chartered Bank and had earlier worked with the Bajajs on the new look that
the company gave its showrooms across the country. The dowdy retail outlets were
transformed into the more contemporary ‘Planet Bajaj’, a success story that led to the
design house building a long term relationship with Bajaj.
Bajaj new logo

The decades old logo of the ‘B’ in a hexagon that stood for ‘Hamara Bajaj’ was replaced
with a more dynamic, vibrant, stylized and trendy ‘B’ with Bajaj moving from lower caps
to upper caps to symbolize the rejuvenated Bajaj Auto Ltd.
The new visual identity of Bajaj Auto emanated from the confirmation of core values,
which Bajaj identified as its brand values. The Brand essence for the new Bajaj was
defined as “Excitement” which Bajaj promises to live its essence through a set of five
Brand Values of Learning, Innovation, Perfection, Speed and Transparency.
The change in Identity was part of the ongoing changes. Bajaj had transformed its
facilities to state of the art manufacturing infrastructure, with an enviable distribution and
service network, had created a benchmark R&D facility and at a time when the
customer had changed in terms of its exposure to quality and style, the change in
identity became necessary to help invite a paradigm shift in consumer perception of the
company.
The traditional hexagonal symbol has been replaced by an open abstract form of
stylized B, the “flying B” as it has been named represents style and technology. It also
has a strong association with the heritage of Bajaj since the external form has a hint of
hexagon. “Flying B” form denotes speed and open form denotes the transparency.
The new logotype of the all capitals BAJAJ, represens precision engineering and
perfection. The logo is all about confident and bold stylistic lettering, which is very
global in its outlook and its presentation across all media be it print, television or
billboard advertising.
In place of its famous “Hamara Bajaj” campaign, Bajaj has adopted a new brandline of
“Inspiring Confidence”. In whatever the company does it seeks to inspire confidence in
its audience. Bajaj has traditionally enjoyed tremendous consumer support and plans to
consolidate and move ahead on this. The Brandline appears below the logotype in a
script font. This font is to represent learning values at Bajaj and that Bajaj as a brand
moves closer to customer.
Spinoffs and acquisitions:

The demerger of Bajaj Auto Ltd into three separate corporate entities—Bajaj
Finserv Ltd (BFL), Bajaj Auto Ltd (BAL), and Bajaj Holdings and Investment
Ltd (BHIL)—was completed with the shares listing on May 26, 2008.
In November 2007, Bajaj Auto acquired 14.5% stake in KTM Power Sports
AG (holding company of KTM Sportmotocycles AG). The two companies have
signed a cooperation deal, by which KTM will provide the know-how for joint
development of the water-cooled four-stroke 125 and 250 cc engines, and
Bajaj will take over the distribution of KTM products in India and some other
Southeast Asian nations.[8] Bajaj said it is open to taking a majority stake in
KTM and is also looking at other takeover opportunities. On the 8th of
January 2008, Managing Director Rajiv Bajaj confirmed the collaboration and
announced his intention to gradually increase Bajaj's stake in KTM to 25%.
Timeline of new releases
1960-1970 - Vespa 150 - Under the licence of Piaggio of Italy
1971 - three-wheeler goods carrier
1972 - Bajaj Chetak
1976 - Bajaj Super
1977 - Rear engine Autorickshaw
1981 - Bajaj M-50
1986 - Bajaj M-80, Kawasaki Bajaj KB100
1990 - Bajaj Sunny
1991 - Kawasaki Bajaj 4S Champion
1994 - Bajaj Classic
1995 - Bajaj Super Excel
1997 - Kawasaki Bajaj Boxer, Rear Engine Diesel Autorickshaw
1998 - Kawasaki Bajaj Caliber, Bajaj Legend, India's first four-stroke scooter, Bajaj Spirit
2000 - Bajaj Saffire
2001 - Eliminator, Bajaj Pulsar
2003 - Caliber115, Bajaj Wind 125, Bajaj Pulsar
2004 - Bajaj CT 100, New Bajaj Chetak 4-stroke with Wonder Gear, Bajaj Discover
DTS-i
2005 - Bajaj Wave, Bajaj Avenger, Bajaj Discover
2006 - Bajaj Platina
2007 - Bajaj Pulsar-200 (Oil Cooled), Bajaj Kristal, Bajaj Pulsar 220 DTS-Fi (Fuel
Injection) , XCD 125 DTS-Si
2008 - Bajaj Discover 135 DTS-i - sport (Upgrade of existing 135 model)
2009 - Bajaj Pulsar 135(December 9)(January) Bajaj XCD 135 cc , Bajaj Pulsar 220
DTS-i , Bajaj Discover 100 DTS-Si.
Low cost cars
Bajaj Auto says its $2,500 car, which it is building with Renault and Nissan
Motor, will aim at a fuel-efficiency of 30 km/litre, or twice an average small
car, and carbon dioxide emissions of 100 gm/km.
It is a Tata Nano competitor. The Bajaj venture will have an initial capacity
of 400,000 units, while Tata expects eventual demand of 1 million Nanos.
Bajaj Auto changes its three-wheelers strategy:
With the company now focusing on the passenger three-wheelers segment it is quite

evident that it will be playing in the segment which attribute almost 90% of the total
sales happening in the three-wheeler industry while the rest 10% in contributed by the
cargo segment. With the change in the focus, the company is also aiming to invest in
technology development in three-wheelers as much as it had done in motorcycles over
the years.
Bajaj to stop scooter production, focus on motorcycles:
The jingle promised that it would stay with us for today and tomorrow as a Strong
Symbol of a Strong India, and two generations grew up humming the tune. But finally
when the India of the licence-permit raj gets to take its seat at the global high table, the
scooter that got us there is fading away.
Bajaj Auto announced that it is exiting the scooter segment altogether, bringing the
curtains down on its iconic product line. The company had stopped making the Chetak,
once the world's largest selling scooter, almost three years ago, and according to its MD
Rajeev Bajaj, it will stop production of its non-starter Kristal series by end of the current
fiscal.

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SAHYADRI COLLEGE OF ENGINEERING &MANAGEMENT

Submitted To: Mrs. VISHAL SAMARTHA

HOD of MBA Dept,

Submitted By: Mr. Bharathesh

Mr. Arjun Patel.

2nd year MBA

Bajaj Auto is a major Indian automobile manufacturer started by a

Bajaj has made a number of motorcycles, scooters and cars. Motorcycles in

Yamaha Motor Company Limited: Is a Japanese motorized vehicle-producing

Bajaj new logo

Spinoffs and acquisitions:

Low cost cars

With the company now focusing on the passenger three-wheelers segment it is quite

Bajaj to stop scooter production, focus on motorcycles:

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